First Impressions Make or Break Deals

Recently, I was reviewing survey comments for a property management firm that surveyed tenants. One comment was, “Dog poop on front steps for two weeks now.” The client and I laughed at first wondering why the tenant didn’t just scoop it up, but we both understood that the person was making a point. It is the property management company’s job.

Another comment was, “Weeds were taller than the shrubs until last week when they were cut.”

How does your building look? Don’t let your hair down too much.

• Are you putting your best foot forward when people come into your lobby?
• What areas may customers see? Any dirty laundry hanging around?
• How do the floors and bathrooms look? Clean high-traffic areas often.
• Does your place look like it is run by someone organized, disciplined, predictable and reliable? That is the kind of printer everyone wants.

5) Packages and delivery.

How well trained are your delivery people? Do you know how well they are treating customers? Do you know how your packages look when delivered? Is the appearance of every package predictable?

A best-in-class printer puts most products for delivery in branded boxes, has a tag line (like “We care!”), and has a survey URL very visible on the box to show it is open to hearing feedback. Delivery people can make or break you. Delivery people are customer-service people no matter how you slice it. They need to greet, be respectful and represent your business.

Last year, an owner shared with me that the company almost lost a major customer because its driver kept delivering to the wrong address even after the customer asked numerous times for deliveries to be brought to the right address.

Grumpy delivery people or chronic complainers don’t help much either. Pick happy, enjoyable-to-be-around people who can roll with the punches and are “customer centered.” Make sure their appearance is sharp for a positive first impression. You may want to invest in embroidered shirts for two reasons—to show you can embroider for clients and to build your brand.